Chatbot Use Will Increase
Chatbots are just a specialized form of software that acts as a virtual “concierge,” communicating with users and assisting them in completing their goals. Chatbots interact with humans in a natural way, primarily through the use of text chat windows, but verbal interactions are also possible.
Chatbots are already used extensively in Facebook, by the tens of thousands, for different tasks. Everything from providing weather reports to automating some basic customer support functions can be easily handled by sophisticated software. Bots allow users to get personalized, focused interactions without pulling too much from limited human resources. There has been a significant increase in usage in 2018, and that use is likely to continue growing for digital marketing in 2019.
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For many years marketers built websites, put them online and hoped that the content was relevant to potential customers. Then analytics tools evolved and we could begin to see what content was getting the most traffic, enabling us to make some intelligent assumptions and content improvements.
Today, sophisticated yet affordable marketing automation tools enable us to see who is visiting our websites and what specifically they are looking at—even if they don’t fill out a form. By understanding who visits your site and what they look at you can begin to gain insight into how to improve your website so that visitors see you as an authority in your field.
Even more importantly, knowing what a visitor is looking at also enables the sales staff to reach out and answer questions before your competitors are even aware there is an opportunity. Advanced automation tools like notifications and email follow ups can also be employed to insure that visitors remain engaged with your company and that you are providing a customer-focused response.
You’ve spent a lot of time building a website with great content. Now, begin to systematically leverage that content to build business leads and see solid ROI.
To really understand how to leverage your website to get leads and business, contact Chief Internet Marketer for a demo of marketing automation.
Segmenting your audience is critical in today’s highly competitive environment. No longer is one generic message adequate to get prospects to engage with you. The right message to the right person, at the right time can have big returns in increased sales and conversions.
Prospects can be segmented in many ways, but a very simple segmentation strategy could involve classifying your prospects by one or more of the following:
- Company size
- Service/product of interest
- Current services
- Project needs
When getting started, it’s best to work with two or three segments that represent the most likely prospects for a sale. This allows you to keep thing simple as you begin to use segmentation as a strategy.
Once prospects are segmented, custom messaging for each segment should be developed. Then, marketing automation can be employed to deliver timely, custom messages to each segment depending upon how they engage with you.
To learn more, review this case study on how segmentation and marketing automation helped this roofing company increase sales.
Companies that have adopted marketing automation are seeing a wide variety of benefits, from increased leads to shortened sales cycles. CIM has helped a number of small to mid-size businesses make the most of their dollar with marketing automation. Here’s what’s important.
Know your customer. Marketing automation can help you know who is coming to your website and what they’re looking for. Pages of the website can be flagged as “important” and visitors can be “scored” based on the content they view.
The right message at the right time. Because user behavior is key to marketing automation, you can deliver copy to prospects based upon what content they visit at your website.
Hands-off lead nurturing. What leads are the hottest, the most likely to buy? Lead nurturing and lead scoring enable your sales team to know where to spend their time and energy.
Close more sales. Lead scoring tells you when prospects are ready to buy, so sales teams can focus on working with those customers who are likely to purchase.
Demonstrate ROI. Sophisticated campaign tracking lets you know which marketing efforts are paying off in leads and sales, not just website clicks.
Interested in learning how marketing automation can help your company make the most of your web marketing? Contact Chief Internet Marketer today to learn more.